How Liverpool FC looks to ‘compete at the highest level’ both on and off the pitch

Liverpool is in the running to break a near three-decade drought and secure its 19th league title, its first since the introduction of the Premier League.

And while success on the pitch no doubt bolsters Liverpool’s marketing activity and provides it with a positive narrative, everything it does must extend beyond match days if it is to tap into its growing global fan base.

Speaking to Marketing Week, Liverpool FC’s chief commercial officer Billy Hogan says it’s vital to have the backing of the players and the team in what it does from a marketing and business perspective.

“We’ve had great support from our manager Jürgen Klopp and the first team in terms of how we operate on the business side and how the football side operates. [Klopp] is incredibly supportive of our partners and of what that means,” he says.

Last week, Liverpool revealed record-breaking financial results with a pre-tax profit of £125m during the last financial year, spearheaded by success in the Champions League.

Hogan says Liverpool is in talks with New Balance about renewing its kit deal, as well as looking for sponsors in new categories.